Análisis de las preferencias de consumo de productos y servicios digitales en estudiantes universitarios de Guayaquil

Abstract

The consumption of digital products and services is a regular part of university students' daily routines and is reflected in the way they access information, interact with digital platforms, and make decisions about their consumption. These practices take place in an environment where economic, functional, and social factors converge and influence the development of digital preferences. The study aimed to analyze the consumption preferences of digital products and services among the university population of Guayaquil from a marketing perspective. A quantitative approach with a descriptive scope was adopted, collecting information through a survey applied to a sample of 384 university participants, selected through stratified probability sampling. The results show frequent and diverse consumption of digital services, with a predominance of social media, streaming platforms, and functional digital tools. Price is identified as a relevant criterion in consumer decisions, along with quality assessment, academic applicability, and ease of use. Social influence plays a role in the decision-making process, although it is conditioned by personal and economic criteria. The findings explain how digital consumption preferences are shaped in the university context of Guayaquil and provide useful information for the formulation of actions aimed at strengthening the supply and use of digital products and services targeted at this population segment.